Small Biz Success Tips – Since 2012

Tag: etsy seo tools

Big Changes Ahead for Etsy SEO Changes and Tips

ETSY SEO changesYes, more Etsy SEO changes coming to their search algorithm that they hope to have implemented by the end of 2020.

Historically, Etsy’s SEO has focused on ranking listings that use the most popular keyword search phrases in titles and tags, but also taking into consideration other factors such as number of favorites a listing has, number of five star views, overall success of shop, and so forth when ranking a listing in search results. However, Etsy has announced that they will now be moving towards machine-learning technology or artificial intelligence (AI) for search results.

(update: Etsy stated that most changes for the new AI algorithm were made as of September 2020, as to not interfere with the holiday buying season. Additional changes might have also been made after the holiday buying season ended). 

Etsy SEO Changes and Machine Learning

Machine learning / AI means that the search results any particular customer will see, will not strictly be influenced by keywords, but also by the customer’s:

  • shopping patterns (i.e. the amount they tend to spend)
  • purchasing history (i.e. the type of items they typically buy or have in their cart) 
  • location (i.e. city, state, country)
  • even the time of year (i.e. fall items, spring items)

The goal is to present to the customer with search results that will have the highest tendency to result in a purchase, based on what the search engine knows about the customer. 

Ety’s AI search results tend to also give preference to products that:

how to etsy set etsy shop
  • are in stock 
  • are on sale
  • ship quickly
  • ship for free
  • have the Etsy “Best Seller” distinction 

as these factors all typically result in a higher conversion rate

Etsy SEO Changes and Price

Another major change to the Etsy search algorithm involves priceIn the past, Etsy said the search engine gave preference to lower priced products in search results as they typically have a higher conversion rate, however they just announced they are moving away from this strategy. They will now give more preference in search results to higher priced products (mainly because 5% of a $20 product is not as lucrative as 5% of a $100 product).

Now, it is not that cut and dry. What the search algorithm will likely be doing is finding the sweet spot” price point that offers the best conversion rate and the best financial return. 

For example, let’s say that in one day the marketplace sells:

  • 10,000 necklaces that have an average price of $15.
  • The gross revenue is 10,000 x $15 = $150,000.
  • Etsy takes a 5% commission so they make $7,500.

Now, a slightly higher priced necklace may not sell as much in terms of quantity as it is a higher risk purchase, but that does not mean it is not more profitable. For example, let’s say in one day Etsy sells:

  • 5,000 necklaces that have an average price point of $40.
  • The gross revenue is 5,000 x $40 = $200,000.
  • Etsy makes $10,000.
  • So they didn’t sell as many, but because the price is higher it was still enough volume to make more money overall than the $15 necklace.

Now an even higher priced necklace may also not sell as much in quantity as the $15 or $40 necklace. Let’s say in one day Etsy sells:

  • 2,000 necklaces that have an average price of $70.
  • The gross revenue is 2,000 x $70 = $140,000.
  • Etsy makes $7,000

Therefore, the goal is that the Etsy search algorithm will use sales data, such as this above, to determine the optimal point where the price results in the most overall revenue. If research shows that the sweet spot for necklaces is $40, then maybe the 64 spots on the first page of search results might have 32 spots allocated for $40 necklaces (give or take $5), 16 spots allocated for $20 or less necklaces and 16 spots for $70+ necklaces. In other words, they might give 50% of first page space to the optimal price point, then split the other 50% between low and high price points. This way the search engine still targets all price points, but more weight is given to the price point that brings in the highest return.

Now, I am not saying this is exactly what Etsy is going to do, I have no idea. I am just giving you a possible scenario based on what AI algorithms are based on. It doesn’t mean everyone who is selling necklaces should all start selling them for $40. Remember, the search results will still also be customer-specific. This SEO strategy I outlined above will likely be for new buyers to Etsy, who are not signed into their account or have no buying history. For example, if my buying history shows that I only buy $20 necklaces, the search engine is not going to start showing me predominantly $200 necklaces. Same situation if I only tend to buy $200 necklaces, then why would they show me $20 necklaces? Again, everyone’s search results will be slightly different as they will be tailored to them. 

Final Word on Etsy SEO  Changes

Since over 80% of purchases made on Etsy via their search engine come from the first page of results, the ultimate goal for Etsy is to make sure that the first page of results that YOU see has the products YOU are most likely to buy AND will bring the best return to Etsy. That’s just good business.

As a seller, it means more factors will be out of your control SEO-wise. You can still make sure that you are using the most popular search phrases in your titles and tags, offer free shipping, ship worldwide, run sales every now and then, maintain a high conversion rate and make sure your products are in stock, but there will be no fool-proof solution for the masses.

Get more of my Etsy SEO advice in my Best-Selling Etsy SEO Guide 23-page download PDF, updated for 2022. 

More Etsy Posts

© 2019 -2021 Gail Oliver. All rights reserved. Etsy SEO Changes. 

Etsy SEO: Etsy’s Popular Right Now Searches

by Gail Oliver, Online Marketing Consultant

Are you taking advantage of Etsy’s “popular right now” search feature to help your Etsy SEO? You find these searches by simply putting your cursor in the Etsy search box and they fill down. They update daily, but it is a great way to quickly update your titles and tags to take advantage of these hot searches, particularly if you are running an Etsy Promoted Listing.

For example, as I am writing this post, these are the Etsy “POPULAR RIGHT NOW” searches:

  • Holiday Shirts for Women
  • Glitter yeti tumbler
  • Photo christmas cards printable
  • Family wall art
  • Monogram Sherpa pullover
  • Personalized gifts for mom
  • Personalized gift for boyfriend

What you DON’T want to do is touch any Etsy listings that are currently pulling you good traffic because why fix what isn’t broken. However, if there is a search phrase above that you can take advantage of, then why not try it on one of your weak traffic listings to see if it gives it a boost.

It is no surprise that gifts are the top search phrases right now, but keep in mind that buyers are also looking for holiday decor, fashion, cards, wreaths, candles, parties, entertaining and more. You can probably stick the word, “Christmas” in front of any type of product name and there is a search for it.

What I like about the POPULAR RIGHT NOW searches is that it also gives you insight into how people are searching, as this appears to always be changing. People are definitely using more long tail search phrases (3 or more words) because they are searching using the microphone option on their phone. You can see how the searches above are all 3 or more words.

I can also tell you that “engagement rings” is a hot Etsy search right now, likely due to the fact that 80% of engagements happen over the holidays.
Etsy SEO Guide

For more tips, you may want to check out my Etsy SEO Guide

© 2017 – 2019 Gail Oliver. All rights reserved.

How to Improve Click Through on Your Products in Etsy Search Results

by Gail Oliver, E-commerce Marketing Consultant

how-to-improve-click-through-on-products-in-Etsy-search-results

So you have optimized your Etsy SEO and your products are now coming up on the first page of search results, however, you still are not getting any traffic. It is one of two things – your price and/or your photos, as these are the only two visible factors in search results. Therefore, here are some potential reasons and solutions:

  1. Your price is way off the competition. If someone is searching for a trendy necklace, typically expecting a $25 to $40 price range, and your necklace is $200, they are probably not going to click on it. Solution: Try adding a circle or banner that says: “Less Expensive Necklaces in Shop” or “See our Under $50 Section”. This might encourage the customer to at least click on the photo to see what else you offer in their price range as opposed to dismissing your shop altogether.
  2. It is not the color/size/material they want. As a result, the customer assumes this is the only color/size/material it is offered in and doesn’t bother clicking on the image. Solution: Add a banner that says, “More Colors Available” to the photo. Same for size, style, pattern, etc. 
  3. Your photos look like everyone else’s. You do not want your photos to blend in with everyone else’s because it then appears to the customer as all the same product and it just doesn’t stand out. Solution: Do a search on your main search phrase and see the images that come up. If they are all on white backgrounds, then put your product in a stylized setting, and vice versa. In other words, do the opposite, not the same. Maybe even something as simple as adding a color border around the image might make it stand out more and differentiate it from others.
  4. There are too many other objects in the photo. I see a lot of product photos where people put all of these other objects in the image and the customer is not sure which one you are selling, so they don’t click on it because they assume the wrong product is the one for sale. Solution: There is nothing wrong with a stylized photo, but don’t over do it. Make sure your product is front and center, use no more than two other objects in the photo, and make sure that the objects are softly blurred out.
  5. The product appears too small. A larger image of a product will stand out in search results much more than a smaller one. Solution: Etsy has a built in cropping tool so use it for the shop view photo. See the difference below:
  6. Quite simply, the photo sucks. It doesn’t look professional, is poorly lit and/or poorly cropped (not all of the product is in the frame). Good photos sell products so invest in this area of your business. Solution: If you can’t afford professional photos, then just keep the photo simple in terms of styling as it is harder to mess up, such as a trendy overhead shot on a natural surface background like marble or concrete, and make sure to shoot the product in natural light using a flash, as in the example below.

2 more ways to improve click through!

My Etsy Shop Critique will improve upon every aspect of your Etsy shop – including a review of your photos – as well as advice on your Etsy SEO, your Google SEO, your products, your pricing, your listing descriptions and so much more! Get all the details on my Etsy Shop Critique and start seeing results!

☀Whatify.com increases traffic to Etsy listings by 10% on average by using cutting edge data analytics that tell you which of the first two images in your listing should be in the primary image spot in order to get the best click through. Get set up in less than 30 seconds and then sit back and let them gather and analyze your traffic data. Learn more.

FREE OFFER! Mention my blog with a link (Attention-Getting.com) on a Facebook Etsy Team page that has 5,000+ followers and I will rewrite one of your weakest product descriptions for free!

 

© 2017 Gail Oliver. All rights reserved.